Over Served is a conceptual brand built to challenge everything people think they know about “healthy” branding. Instead of the usual minimal, beige, wellness aesthetic, we positioned the brand to live in direct opposition: bold, maximalist, and unapologetically indulgent.
Brand Strategy
Brand Identity Design
Logo Design
Packaging and Print Assets
Creative and Art Direction
Brand Photoshoot Deck
Brand Positioning
Brand Messaging
Naming
Project Scope of Services:
Brand Theme Song
Something unique that we ask all of our clients is to tell us what their brand theme song would be; this allows us to get a feel for the brand while we are working on rebuilding it. We often listen to these songs while creating for the new brand and vision. Before you get started exploring this study, make sure to hit play below to be fully immersed in the brand feeling.
Overserved
Brand DNA, Creative Direction
Project Info:
The strategy for Overserved was rooted in messaging first. We developed a brand voice that celebrates abundance over restriction; flipping diet culture on its head. Taglines like “Yes, you can have thirds” and “No one’s counting here” became the backbone for a new kind of health food brand: one that makes indulgence feel joyful, colorful, and accessible.
From there, the visual identity followed the positioning. Playful illustrations, oversized typography, and saturated color palettes were layered across packaging and campaign assets to reflect the “over the top” ethos of the name itself.
By intentionally creating a brand world that feels editorial, cheeky, and subversive, Overserved doesn’t just sell food, it reframes healthy eating as an experience people want to take part in. The positioning does the work of opening the door to a new audience who may never have seen themselves in the wellness space before.
